Heineken
Our Story
Becoming the world's leading premium lager
It’s been 140 years since Heineken® has been able to call itself a microbrewer. And while we’re proud that 25 million Heineken’s are served each day across 192 countries, we’ve never forgotten that the quality is measured not in the size of our brand but in the purity of our beer. Even as we continue to open up to new worlds, Gerard’s uncompromised drive for quality and perfection still lives on in the Heineken® family. Cheers!
Our History
Heineken® heritage
How passion, innovation, family dynamics, and a little thing called A-Yeast led the Heineken® family to create the world’s most international premium beer.
Discover our history
150 years of trailblazing brewing
From a small family-owned brewery in the heart of Amsterdam to the largest global presence in the brewing world.
We have always placed inspired innovation and continual improvement at the heart of our brewing processes. By applying those same ideals to every other element of our business, we’ve crafted a unique success story that spans more than 150 years and now encompasses the heritage of over 300 brands.
22 Gerard Heineken’s age when he bought his first brewery
9 the number of years it took for Heineken® to double its breweries
An entrepreneurial spirit from day one
The story of HEINEKEN really began on February 15, 1864, when Gerard Adriaan Heineken took over the Haystack brewery in Amsterdam. Just 22 years old, Gerard had little brewing experience, but he had plenty of courage, self-confidence and entrepreneurial spirit.
He knew that to succeed he would need to take a big risk. He decided to brew only lager, even though the Dutch were much better at brewing ale, porter and brown. That decision, as we now know, paid off – the second Heineken® brewery opened less than a decade later in Rotterdam.
Gerard also knew how to go about his business. With an eye on the big picture, he treated his staff and clients well and made sure his product was always of the best quality.
The History of the Haystack
How did the Haystack brewery come to be acquired by young entrepreneur Gerard Heineken?
Cornelis Heineken, 1858 – 1864+
As Gerard bought the Haystack shortly after he received an inheritance from his father, it is believed that Gerard used this money to fund the purchase, potentially combined with a family or bank loan. Despite extensive research from historians and other experts, we have not found any documentation that suggests money with a historical link to slave plantations was in some way used to fund the purchase of the first brewery.
The Haystack, ca. 1868 – 1881
It’s also worth noting that Anna passed away in 1881, 17 years after the purchase of the Haystack. Any inheritance from Anna’s estate would have occurred after that time.
The Heineken Collection Depot – Today
The first two breweries
The Haystack Brewery
Gerard Heineken took over the Haystack (De Hooiberg) brewery in the heart of Amsterdam in 1864. Later, he rebuilt it as a state-of-the-art facility on the waterfront, where it was easier to transport products and raw materials.
The Rotterdam Brewery
Gerard’s expanding vision took its next major step with his second brewery, built in 1873 in Rotterdam. With breweries in two major port cities, the company began to really make its presence felt in the Dutch beer market.
Hallo A-Yeast, bonjour Paris, hello world
Determined to discover what Gerard coined ‘the secret of beer’, the company set about researching, experimenting and implementing the latest brewing technologies.
The result was the famous A-yeast, which in 1886 gave Heineken® pilsner its special pure character – shaking up the industry and sweeping up awards in the process.
It gives us pleasure to inform you that we were awarded the Very Highest Distinction for Dutch Beers at the World Fair in Paris, the diploma of Honour. LETTER TO DUTCH CUSTOMERS, 1889
A transatlantic phenomenon
Heineken® was the first imported beer in the USA after Prohibition was lifted in 1933. A proudly Dutch beer that fully embraced the American art of advertising, exports to the US grew by 600% in the space of just four years.
Tiger
Singapore’s first locally brewed beer and future HEINEKEN acquisition was founded in 1932
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The American dream becomes a reality
When crates of Heineken® were unloaded onto the shores of Hoboken, New Jersey, it was the first beer export to the USA after Prohibition was lifted. It’s now a brand that’s known and loved across America.
Two brands, one business
Amstel was another Dutch brewery, founded on the banks of the Amstel in 1870. The synergies with Heineken® were clear: here was another entrepreneurial brewer that made a superior, great-tasting product. In 1968, Heineken® increased its market share in the Netherlands to 55%, when it merged with Amstel.
Building connections, breaking down barriers
Our flagship global brand is sold in more than 170 countries. It’s the world’s most international premium beer brand and leads the way in everything from non-alcoholic alternatives to inspired sporting partnerships.
Serious about beer and friendship since 1870
Founders Charles de Pesters and Johannes van Marwijk were convinced that their heavier Pilsener with great taste, clarity and consistent quality would surpass thinner, top-fermented beers in popularity – and they were right.
A true pioneer takes the reins
The ‘Freddy years’, were a time of revolution for the HEINEKEN Company.
Alfred Henry Heineken took over from his father as chairman of the executive board in 1971. His influence was felt in every facet of the company, from production to sales and marketing, to the design of our iconic green bottle.
His leadership oversaw a period of extraordinary innovation and energetic expansion, as we sought to scale up, grow our portfolio and build a truly global brand.
By the time Freddy retired from the board in 1995, HEINEKEN had become the second biggest brewer in the world with the largest global presence.
The second generation
The international impulse by Henry Pierre Heineken.
In 1914, Henry joined the board, three years later being named chairman of a cast iron board of directors.
Henry Pierre Heineken led the firm’s growth for 23 years (1917-1940). During the second generation, the company began a much more intense process of international expansion, even going beyond exports to neighboring European countries. Thus, efforts began to expand the firm in Asia and the United States.
Zoeterwoude Brewery opens, 1975
Typifying the company’s expansion during Freddy’s tenure, it was the largest modern brewery in Europe, reaching a capacity of 3.5 million hectolitres.
Winning the hearts, minds, ears and eyes of the beer-drinking world
Freddy’s pioneering endeavours extended from brewing to marketing. The first television ad for beer in the Netherlands was for Heineken®, and the tagline – which roughly translates to «delicious, clear Heineken» – was likely devised by Freddy Heineken’s colleague Joop Geesink.
Thanks to Freddy’s influence, HEINEKEN’s PR, partnerships and legendary advertising campaigns have helped make it a household name.
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More than a race: the PR win at Le Mans
A beer barrel, a car race and a bold PR move made Heineken® the talk of the town at Le Mans in 1962. It was just one of the many original marketing campaigns we’ve run over the years.
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Refreshing the parts that other ads can’t reach…
One of the most famous campaigns of the 20th century, this legendary ad aired in the UK in the 1970s and helped Heineken® lager conquer a market dominated by bitter.
Building successful brands around the world
After the death of Freddy Heineken in 2002, his daughter Charlene de Carvalho-Heineken continued to be a member of the board of directors of Heineken Holding N.V., which she had joined in 1988. Like her father, she made the continuity and evolution of the business her highest priority. Under her leadership, Heineken Holding N.V. gave HEINEKEN greater freedom to make large-scale acquisitions.
Through these major acquisitions, along with further ventures into new categories and untapped markets, today we reach and engage with a more global audience than any other brewery.
Brew a Better World
When Gerard Heineken bought his first brewery, he did so with a keen sense of responsibility towards his customers, suppliers, staff and stakeholders. And, as we’ve expanded into a multi-national, multi-brand company, we’ve also grown into a company that recognizes how benefitting the wider world also benefits our own business.
From advocating responsible consumption to reducing carbon emissions, sustainability is a crucial part of our strategy for long-term success.
Advancing inclusion
In addition to understanding the past, we strive to do our part to further racial inclusion today and going forward. We work with partner organizations around the world like Black Ambition in the US and Mover in Brazil. In the Netherlands, we are partnering with Global People to help us attract diverse multicultural talents. We sponsor the participation of multicultural professionals via the Nudge Global Impact Challenge, which helps young leaders tackle today’s most pressing sustainability challenges. Globally, we are also working with The Human Library, an organisation whose mission is to help people «unjudge» others.
Portrait of young Gerard Adriaan Heineken, 1862.
Born in 1841, Gerard was the son of Cornelis Heineken and Anna Geertruida van der Paauw. Gerard’s father, Cornelis, was a successful businessman, trading cheese and other foods.
Brewing
Beer. Made better
Brewed to be the best since 1873. Made the same way ever since. But that’s not all you need to know about Heineken®. There’s more behind the star.
Using the best natural ingredients
Our Heineken® lager contains just three main ingredients: barley, hops and water. When our A-yeast is added, this is when Heineken® magically transforms into the brew we all know and love.
Barley
It al starts with barley. A grain bursting with goodness, naturally containing starch, protein and fibre. After soaking, the barley is gently heated to dry out over the course of a few days. This meticulous process is called malting.
Hops
A plant brimming with flavour. There are many varieties of hops, each with a distinctive flavour; from spicy aromas to mild herbal flavours. Selecting the right crop is an art form in itself.
Water
Water is the main ingredient in lager, it can make up an incredible 95% of the finished product. Being such a vital ingredient, only the highest quality of water is used.
Heineken® is brewed from pure malt.
It’s about what you put in and what you leave out. No corn, no rice, no additives. No compromise.
Cooking and cooling
Water is mixed with the crushed, malted barley. This creates wort, a sweet sugary liquid, which is then boiled. Also hops are added to enhance the flavour.
Horizontal fermentation
At the right temperature, Heineken’s® unique A-Yeast is added, thus starting the natural process of fermentation that converts sugar into alcohol and CO2. This process creates the characteristic balanced Heineken® taste. Our A-Yeast is happiest with a large surface area which is possible in our horizontal fermentation tanks.
Heineken® A-Yeast
We discovered the special A-Yeast in the 19th century. Ever since, it has been the key to Heineken’s® characteristic balanced taste. No plan B needed.
28 days of patient lagering
We take 28 days to brew Heineken®. To get the perfectly balanced taste, refreshing clarity and beautiful golden-yellow colour. Quality takes time, it’s worth it.
Since 1873
Star Quality
It’s been 140 years since Heineken® has been able to call itself a microbrewer. we’ve never forgotten that the quality is measured in the purity of our beer. The drive for quality and perfection still lives on in the Heineken® family.
If you’re here, you must care about Sustainability. So do we.
On a journey to create positive moments while thinking of new ways to reduce our impact.
Grow. Brew. Cheers. Repeat.
From barley to bar, these are the four steps we take to reduce our impact.
Same taste, better vibes.
Barley is a main ingredient in our beer. That’s why we’re committed to source it in a sustainable way.
The aim of sustainable sourcing is to protect and improve the natural environment, the social and economic conditions of farmers, their workers, and local communities.
In 2007, HEINEKEN joined the Sustainable Agriculture Initiative (SAI) to help standardize the criteria for sustainably sourced raw materials. We now base our standards on the SAI and their globally recognized principles.
How do we decide what is sustainably sourced?
HEINEKEN uses the SAI Farm Sustainability Assessment (FSA) to assess the sustainability of our raw materials. You can find out how it works here.
The FSA provides farmers a simple set of questions to assess and improve on-farm environmental, social, and economic performance. A farmer’s answers to the FSA result in different performance levels: Bronze, Silver, and Gold.
FSA Performance Levels
What does our on-pack logo mean?
You might see the «committed to sustainably farmed barley» logo on the packaging of your next Heineken® or Heineken® Silver beer:
For these beers, we have sourced sufficient levels of sustainable barley verified at FSA Silver level, one performance level higher than FSA Bronze.
HEINEKEN follows the mass balance approach for these claims. This means we carefully track the total amount of FSA Silver level barley in our supply chain, and allocate sufficient volumes to these products. The mass balance approach is a well-known approach in the industry and enables more farmers to sell their barley on fair terms.
FSA also issues Letters of Attestation to confirm the barley we source comes from FSA-verified sources and meets at least the FSA Silver level. We further confirm these claims through an annual external audit.
HEINEKEN, on a journey towards a more sustainable future.
Add wind to things you can cheers to.
Heineken has set the ambition to reach net zero emissions for its own production sites by 2030 and to operate in a carbon neutral value chain by 2040. As for present times, we’re brewing with renewable energy in the Netherlands and Brazil.
Good things come in recyclable packaging.
Help us increase the lifespan of our packaging by always recycling and returning bottles.
The purpose of a bottle? To become another bottle.
You only live once. But if you recycle properly, your Heineken bottle can get a second life. Please help us recycle.
This bottle knows what you did last summer.
Reusing bottles is better than recycling. Please help us reducing our impact by returning your bottles for reuse.
You won’t hear this beer coming.
Heineken Spain started a pilot project to reduce CO2 emissions caused by road transport, using electric motorbikes to distribute beer to supply our partner bars and cafes in busy city centres.
The electric tuk tuks can carry 500 kg, the equivalent of 8 barrels. Click here to read more about this project HEINEKEN Spain’s pioneering Last Mile project arrives in Madrid and Malaga – HEINEKEN Spain (heinekenespana.es)
Enjoy Heineken® Responsibly
«Enjoy Heineken® Responsibly» is our commitment to encourage the enjoyment of beer, responsibly and in moderation, as part of a healthy lifestyle. ENCOURAGING RESPONSIBILITY
Actively encouraging a responsible attitude
As an industry leader with a global business, HEINEKEN has an active role to play in promoting responsible and moderate consumption. We have made a commitment to make moderate consumption aspirational through the Heineken® brand and our ongoing pledge is to spend at least 10% of our marketing budget on Responsible Consumption campaigns to reach 1 billion unique consumers a year via digital media.
Practical tips to enjoy responsibly
Moderate drinking at the right time, in the right place and for the right reasons is the best advice. But we have some more tips for you.
Top tips for drinking responsibly
Eat up.
Don’t drink on an empty stomach. Eat something preferably carbohydrates -before you start drinking and snack between drinks. Eating slows alcohol absorption and gives you more energy to enjoy yourself.
Water.
Alternate your drinks with water. It helps to keep you hydrated and slow your drinking rate. And consume a glass of water before you go to sleep.
Think smaller.
Choose a smaller bottle or glass.
Avoid top ups.
Avoid top ups so you can keep track of your alcohol intake.
Make space.
Drinking soft drinks between drinks can help pace an evening.
Beware of rounds.
Stay in control (and save cash) by opting for smaller rounds or giving rounds a miss.
Consider your gender.
If you are female, be aware that alcohol will affect you more than males because female bodies contain less water.
Designate a driver.
Agree a designated driver amongst your group of friends before you leave home or make sure you can organise for a taxi home.
Take a break.
Be sure to allow plenty of time in between evenings out to give your body a chance to rest and recuperate. And stay in tip-top condition.
Top tips for cutting down
Chill fewer.
If you enjoy a cold beer or two, don’t put any more than that number in the fridge each day. Even if you’ve got more beers in the house, they’ll be less appealing if they’re warm.
Count your drinks.
Work out how often and how much you drink at home. You might drink more alcohol than you think on an average night in.
Remember the short and long term effects of cutting back.
Drinking less reduces the longer term risk of serious diseases such as cancer, liver disease and stroke; improves the condition of your skin; can have a positive effect on sleep patterns.
Stress less.
Some people drink alcohol to relax, but in reality alcohol can make you feel even more anxious or depressed. Try not to make alcohol key to your after work wind down, and try some alternative stress-busters like hitting the gym with your mates or running a bath for yourself at home and putting some relaxing music on.
Ask for support.
Tell friends and family that you’re trying to cut down, they might be more supportive than you think. But beware, some people don’t like to have their drinking behaviour challenged, so be prepared to defend your decision by remembering the benefits that cutting down brings.
Our iconic logo
All of our primary and secondary packaging, as well as communication materials and merchandise at the point of consumption, include the Enjoy Heineken® Responsibly logo. This means the Enjoy Heineken® Responsibly message is on hundreds of millions of bottles, cans, trays, beer mats… wherever you can enjoy a refreshing Heineken®.
Responsible consumption at all our events
We partner with the world’s most exciting sporting and music events, and we use the reach of our global sponsorships with UEFA, Formula 1 and Formula E to speak to millions of consumers around the world with our moderation message.